The human mind is an amazing thing, but it's actually not very powerful. How can marketers, especially those in small businesses and non profits, break through to people?

These three essential books break down how our brains work and how we can use that understanding to make our messages and brands connect with people.

Thinking, Fast and Slow by Daniel KahnemanHow Brands Grow (Vol 1&2) by Sharp and RomaniukContagious by Jonah Berger

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Have a topic for Joe? Email questions to [email protected].